Channel Seven Launches Rugby League Show in Broadcast Rights Gambit
Channel Seven has fired the first major shot at rival broadcaster Nine ahead of the next National Rugby League premiership broadcast rights cycle, launching a new footy show starring Brisbane Broncos premiership winner Corey Parker. This strategic move signals Seven's clear intent to challenge for the lucrative NRL broadcast rights when the current agreement expires.
The Current Broadcast Landscape and Future Targets
The NRL's existing $1.7 billion, five-year broadcast agreement with Nine and Foxtel concludes at the end of the 2027 season. Formal negotiations for the next cycle are now beginning, with Australian Rugby League Commission Chairman Peter V'landys targeting a deal worth between $3 billion and $4 billion across seven to ten years starting from 2028.
This ambitious figure would place the NRL within striking distance of the Australian Football League's most recent television agreement. The AFL secured a $4.5 billion, seven-year deal with the Seven Network and Foxtel in September 2022, running from 2025 through 2031. League powerbrokers have expressed confidence that the NRL can close this financial gap and potentially exceed previous benchmarks.
Seven's Strategic Positioning with The Agenda Setters
Seven's launch of The Agenda Setters: Rugby League, airing on Monday nights from March 9, represents a calculated play to demonstrate the network's readiness as a serious bidder. The program features a panel including Luke Keary, Corey Parker, Aaron Woods, David Riccio, Jelisa Apps and Matt White.
This initiative follows Seven's acquisition of the 2026 Rugby League World Cup rights for $12 million, expanding the network's league footprint ahead of intensifying rights negotiations. The network's approach contrasts with Nine's current lineup, which includes rugby league legends Brad Fittler, Johnathan Thurston, Cameron Smith and Billy Slater under their existing agreement.
Corey Parker's Credibility and Program Promise
Corey Parker's involvement carries particular significance, as he brings substantial credibility beyond being simply another retired player on a panel. Parker is a 347-game Brisbane Broncos premiership winner, a 19-time State of Origin representative for Queensland, and a 13-Test Kangaroo.
Since retiring, Parker has built a strong media profile through nine seasons with Fox League and more recently as a full-time breakfast host on SENQ alongside cricket legend Ian Healy. He has promised that the new program will deliver unfiltered rugby league coverage.
'I'm very happy and proud to say I will be part of The Agenda Setters. It's a one-stop shop for Rugby League news. Headlines and controversies. Raw and opinionated,' Parker declared, confirming that Channel Seven is entering the fight for the next broadcast deal.
Competitive Landscape and Negotiation Dynamics
Nine remains locked in as the NRL's free-to-air partner until the end of 2027, retaining exclusive grand final and State of Origin rights under the 2021 agreement. However, the next cycle is expected to attract broader competition, with international streaming services including Amazon, Netflix and DAZN potentially entering the bidding.
The Australian Rugby League Commission is open to exploring split rights packages, while planned expansion of the competition to Perth in 2027 and Papua New Guinea from 2028 is expected to increase inventory and commercial value, adding further leverage to negotiations.
Protecting the Fan Experience
ARLC Chairman Peter V'landys has emphasized maintaining fan experience as a priority during rights discussions. 'We've started and we're talking to some interested parties. But one of the things that we're going to be very, very careful about is not to ruin the experience for the fans,' he stated, indicating that the commission is keeping all options open at the negotiation table.
NRL bosses Andrew Abdo and Peter V'landys have both stressed the importance of protecting the fan experience throughout rights discussions, suggesting that financial considerations will be balanced against viewer accessibility and engagement.
